SXSW: The Heroine

OK, we’ll admit it. We’ve upheld the Heroine’s claim that they’re SA’s most hardworking band so many times that you’re sick of hearing it. But there’s no denying that these guys whip Lone Star-guzzling crowds into consistent frenzies with their straight-up, sweat-soaked live show. Though they aren’t on the official 2011 SXSW roster, SA’s rock ’n’ roll rebels will be tearing it up at four major gigs in Austin this week anyway — a perfect middle finger aimed at SXSW. What better example could they offer young San Antonio bands?

“For us, we hate SXSW, but we love the week, if that makes any sense at all,” said Heroine frontman Lynnwood King. “We love that there’s good friends out here that we get to hang with, but at the same time, I don’t need that festival’s permission or their check on my list to do what we do. Because we’re gonna do it regardless.”

The Heroine have trekked up I-35 to play Austin during SXSW week since 2004. King says in those early years the band would show up at 8 a.m. to park and then carry their sound system around until they found places that would let them set up and perform. They’ve since moved on to score invites and better time slots, but King advises new bands to get up there, play hard, and work on networking and building relationships rather than buying into the false hope that you’ll get signed immediately if you make the official SXSW list. To the Heroine, SXSW is just one week out of the 51 others, during which they tour nationally, play locally, organize festivals, and grind it out onstage no matter who’s in front of them.

“We’re eight years into this, and we’ve been at the very bottom of the pit before,” says King. “But for us, it’s about paying dues. If you’re gonna give up because you’re not playing the slot you wanted, then you shouldn’t be in this business. We say, ‘Let’s go out there and make it happen.’”